Forrester Research, Inc. released the results of its 2008 North American Technographics® Benchmark survey, its largest annual data set about consumers’ technology adoption and attitudes, based on a mail survey of nearly 61,000 consumers representing 53,000 households in the US and Canada. A rich data asset for Consumer Market Research professionals’ product planning and go-to-market […]

part 2 of the article: STEP 4: Identify the determining dimensions Carefully review the list resulted form the previous step. You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power. Reviewing the needs and attitudes of those you included within each market […]

By Otilia Otlacan Market segmentation is widely defined as being a complex process consisting in two main phases: – identification of broad, large markets – segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly. Everyone within the Marketing world knows and speaks of segmentation yet not […]

To successfully start and run a business and earn consistent profit, the business needs to be based upon certain fundamental tried and test business platforms. These platforms are independent of the business and it is believed that the reason for failure of many business of the failure to pay attention to certain core elements of […]

In the article ‘A new model for marketing’ in McKinsey Quarterly of November 2004, the consultants stated that “more than half of the CMOs we talked with said that a major restructuring of marketing models will be needed to solve this Rubik’s Cube of segments, products, channels, and media in a profitable way. “ McKinsey […]